Advertising during the Super Bowl generates buzz, costs a lot and becomes part of the event

View full sizeThe Associated Press/Focus on the Family In this image courtesy of Focus on the Family, Heisman Trophy winner Tim Tebow hugs his mom, Pam Tebow, in a still photo taken from an advertisement that aired during the Super Bowl. The commercial, expected to contain an antiabortion message, is the first such advocacy ad to appear in television's most-watched broadcast.

Focus on the Family’s anti-abortion ad, which never used the word and only referenced the issue tangentially, might have people talking, but poor production values made it a poor fit in the Super Bowl of advertising, said Dave Shoffner of Pavone Advertising.

Focus on the Family generated buzz by running an anti-abortion ad during the Super Bowl, the yearly festival of football and television advertising, when 30 seconds of airtime cost $2.5 million to $2.8 million.

"It’s not a message typical to the Super Bowl, but it might make people think," Shoffner said.

Pavone is sponsoring SpotBowl VII, the online voting place for Super Bowl viewers’ favorite ads. The polls, at www.spotbowl.com, close at 3 p.m. today.

A look at some notable spots:

HomeAway: "Griswolds"

Many companies didn’t advertise specific products but used airtime to pique interest and then let Web sites and social media "do the heavy lifting," Shoffner said.

"For a lot of these companies, these ads are launching pads for much larger campaigns for the year," Shoffner said.

Hyundai Motor America: "Ten Years/ Brett Favre"

Foreign automakers bought more spots than domestic carmakers this year. Last year, Chevy and other perennials stayed away from the Super Bowl to avoid giving the impression of splurging on advertising as they struggled to survive.

This year, those traditional players who were no-shows — GM, as well as Pepsi and FedEx — are just making resource allocation decisions.

"I don’t think they’re staying out of the game to save $3 million," Shoffner said. "They’re choosing to spend that money elsewhere."

Anheuser Busch Inbev: Bud Light spots

Originally Anheuser Busch cut the iconic Clydesdales from its Super Bowl lineup.
View full sizeThe Associated Press/Anheuser-BuschThis screen grab provided by Anheuser-Busch shows part of a television ad aired during the fourth quarter of the 2010 Super Bowl.

But "there was such a backlash that Anheuser Busch took a Clydesdale spot and put it on Facebook and voters could vote it in," Shoffner said.

After several Bud Light spots ran in the first half, the Clydesdales appeared in the fourth quarter.

Qualcomm’s Flo TV: "Moments"

The Who may have reprised their 40-year-old songs at halftime, but Black Eyed Peas front man will.i.am gave their song "My Generation" new life with his remix. Proceeds from sales of the song, featured in one of QualComm’s two ads, will benefit a relief fund for Haiti, stricken by an earthquake on Jan. 12.

Even pricey Super Bowl ads can be produced quickly, "especially considering that a lot of companies don’t purchase their Super Bowl ads until a week or two weeks before the game," Shoffner said.

Doritos

The snack chip’s three ads — a guy strapped in an anti-bark collar, an over-protective little boy, and a burial in a coffin full of Doritos — won an online contest of ads submitted by amateurs.

"They’re all really edgy, smart, and funny," said Shoffner. "It’s even more amazing when you consider that they’re consumer-generated ads."

Focus on the Family: "Tim Tebow"

In the spot, Tim Tebow’s mom reminisced about her worries over the child who would go on to win a Heisman Trophy — and then, Tebow tried to tackle her.

Athletes rarely advocate for issues, like actors and musicians, because it could affect their endorsement prospects, said Shoffner, but Tebow’s issue choice suits his beliefs.

"He’s always been an outspoken Christian guy," Shoffner said. "If anything , that might make him that kind of squeaky-clean image [advertisers] are looking for."

Bridgestone Firestone: "Whale of a Tale"

Tire maker Bridgestone Firestone scored a favorite in last year’s SpotBowl with a memorable look at Mr. Potato Head and his nagging wife out for a drive.

This year’s saga of three guys keeping a whale alive and delivering it to the ocean could be another favorite of SpotBowl voters. In early returns, "Whale of a Tale" was surfacing near the top.

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